Pedigree: Dogfishing

Dogfood brand Pedigree raised awareness in the Netherlands of its global ambition to find all dogs their forever home, with a 24-hour digital campaign that turned shelter dogs into AI-generated humans and uploaded them to dating sites.


Create awareness around Pedigree's global ambition to find every dog's forever home by 2030 and the fact that Pedigree volunteers on a yearly basis and donates food to Dutch shelters.


The Dutch often choose their dog based on looks or breed instead of selecting them based on their known personality traits or needs that might suit their home situation or lifestyle preferences. This causes mismatches in the long run with over 5000 dogs a year ending up in animal shelters.


We used AI to turn shelter dogs into human alter egos, highlighting their personality and hobbies in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands